Sacha Baron Cohen's new show "Who Is America?" is already causing its fair share of controversy in the U.S. -- and to promote it in Belgium, broadcaster BETV is running a potentially controversial stunt.
In a campaign by FCB agency Happiness Brussels, the broadcaster built brick walls overnight in front of three Mexican restaurants -- and attached a billboard for the show to the walls. Somewhat amazingly, none of the restaurant-owners were notified beforehand, but luckily, they had a good sense of humor and no complaints were filed.
Instead, the agency reports that the out-of-home installations left passers-by with "a mix of curiosity and discomfort"--which was of course the campaign's primary goal.
The seven-episode series is running on Monday nights on BETV.